Persistence in Senior LivingYes, this blog post is about one word for senior living sales people today!  Do you have it or not?

  1. Persistence is 100 phone calls a week, when you don’t have many tours happening.
  2. Persistence is believing a senior will move in eventually, even when they say they are not ready yet.
  3. Persistence is calling back your sale, just to make sure they are okay – when they may be very stressed out about moving to your community.
  4. Persistence is continuing to smile and dial after hearing 15 no’s in a row.
  5. Persistence is calling someone back after they hung up on you a week ago (they were only having a bad day and now they are fine).
  6. Persistence is generating the energy between 3:00 to 5:00 PM to continue calling the database.
  7. Persistence is calling someone the next day after a tour or an event, while the prospect’s emotion is still high.
  8. Persistence is asking a senior what their time frame is for moving in, after they said they are not ready yet.
  9. Team persistence is calling through your retirement community’s database every four months.
  10. Persistence is leaving a message for someone once a month for year and they finally walk in your office, recognize your voice and say they are ready to move in now – yes this happened to me.

This blog post is dedicated to the FBI in Boston, who persistently tracked the bombing suspects.

Please comment to join the conversation and interact with other senior living professionals on what is currently being effective to increase occupancy on a nationwide basis.

Diane Twohy Masson is the author of Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at  Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum.  She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email:


  1. Yes, Diane, I had several families that I followed for a year or more and finally realised Senior Liivng was the best solution. Of course you then hear them say, ‘ I should have moved in sooner”. I also followed up with lots of mailings; monthly calendar, event invitations that might spark an interest, and come for lunch.
    So, yes, I have the persistence.
    Although I am in transitions, thank you for reassuring me of a job well done.

    Abby P.

  2. Linked In Senior Living Executives

    As usual, Diane has hit it spot on in terms of what it takes. As a senior executive I could only add that tracking these efforts is key. Many times there is commitment and willingness, but something always seems to interrupt the day and the effort. The other words for another day perhaps might be “relationships” or “listen.” My experience is that “people buy people” and you must “listen to the voice of the customer!”
    By Michael Coler

  3. Linked In CCRC’s – Continuing Care Retirement Communities

    Good reminder Diane – thanks! It reminded me of the famous Calvin Coolidge quote:
    “Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. The slogan Press On! has solved and always will solve the problems of the human race.”
    ― Calvin Coolidge
    By J. Keesey Hayward

  4. Linked In Marketing to Seniors

    Persistence is a much better sounding word than stubborn. It took me 21 years to get my degree…four countries, three colleges, one university and finally it was mine. I appreciate older folks, they have earned the lines and smiles on their faces. I always learn a thing or two and develop trust with my visit. People enjoy being people instead of number or commissions.
    By Dennis Nikkel

  5. Linked In CCRC’s – Continuing Care Retirement Communities

    Persistance is golden! Great reminder.
    By Lynn Richey

  6. Linked In Senior Living Executives

    Persistence along with confidence and a respectful approach all go a long way not only in marketing. I have found that these traits are essential for almost all endeavors.
    By Eli Marder

  7. Linked In CCRC’s – Continuing Care Retirement Communities

    Thank you Keesey-persistence is the key to success in any venture and will get you through the roadblocks life will throw your way.
    By Gisselle Aguirre

  8. Linked In Young Professional Leaders in Senior Living

    I’ve been getting some hesitations from tours..I need to remember this concept and stay persistent! I also got a move in from a family I left voicemails with for over 3 months!
    By Morgan Eckert

    • Way to go Morgan! Be proud of your persistence! A move in after 3 months of voicemails is outstanding!